In the first installment of this series, we explored how consumers prioritize information over entertainment when browsing the web. This insight suggests that advertisements should be more information-centric to cater to the needs of the audience. In this second part, we delve into the perception of online advertising as a nuisance and how to ensure your ads are not part of this category.
Nobody enjoys being overwhelmed by advertisements. We encounter them everywhere - on TV, radio, billboards, and even shopping carts. However, online advertising is perceived as the most intrusive. According to a survey by Jupiter Communications, 49% of respondents considered online advertising as the most intrusive form of advertising. While many tolerate ads in broadcast or print media, online ads have garnered a significantly negative reputation.
This negative perception is likely due to the aggressive nature of many online ads, which often resemble a "used car dealer" approach. Many of these ads seem to be churned out from the same template, promising the world and aggressively pushing for a purchase. To make matters worse, these sites often capture your email address, leading to an endless stream of email advertisements.
Pop-up ads are the most disliked form of online advertising. These ads appear on your screen as you navigate a website, advertising deals or subscriptions. Once considered a powerful sales tool, these ads have become increasingly offensive. A staggering 69% of respondents in the Jupiter survey viewed pop-up ads negatively, with almost 25% finding them so annoying that they would completely avoid sites that used them. This is a significant statistic - can your website afford to lose 25% of its traffic due to pop-up ads?
Knowing what site visitors dislike allows us to adjust our advertising strategies to better cater to their preferences. Here are some recommendations to consider when creating your next ad:
Avoid desperate attempts to capture the buyer's attention. Not every visitor to your site will make a purchase. The harder you try to grab their attention, the more they will resist.
As discussed in Part 1 of this series, site visitors primarily seek information. Incorporate your ad with other useful information. Consider offering a free report or article that provides valuable information, with an ad for a relevant product or service at the end.
Refrain from using pop-up ads.
Keep your target audience in mind. Business people may not have the time or interest to engage with game-type ads, while younger audiences might enjoy them. Design your ad to meet the preferences of your target customer.
Implementing these suggestions will help your ads be more readily received, rather than avoided. In Part 3, the final installment of this series, we will examine the behavioral aspect of online advertising and explore the characteristics and traits to consider.
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